BUS 640 Week 4 Market Structures and Pricing Decisions Applied Problems (New)
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Market Structures and Pricing Decisions Applied Problems.
Please complete the following two applied problems:
Robert’s New Way Vacuum Cleaner Company is a newly started small business that
produces vacuum cleaners and belongs to a monopolistically competitive market. Its
demand curve for the product is expressed as Q = 5000 – 25P where Q is the number of
vacuum cleaners per year and P is in dollars. Cost estimation processes have determined
that the firm’s cost function is represented by TC = 1500 + 20Q + 0.02Q2.
Show all of your calculations and processes. Describe your answer for each question in
complete sentences, whenever it is necessary.
a. What are the profit-maximizing price and output levels? Explain them and calculate
algebraically for equilibrium P (price) and Q (output). Then, plot the MC (marginal
cost), D (demand), and MR (marginal revenue) curves graphically and illustrate the
b. How much economic profit do you expect that Robert’s company will make in the
c. Do you expect this economic profit level to continue in subsequent years? Why or
Greener Grass Company (GGC) competes with its main rival, Better Lawns and Gardens
(BLG), in the supply and installation of in-ground lawn watering systems in the wealthy
western suburbs of a major east-coast city. Last year, GGC’s price for the typical lawn
system was $1,900 compared with BLG’s price of $2,100. GGC installed 9,960 systems, or
about 60% of total sales and BLG installed the rest. (No doubt many additional systems
were installed by do-it-yourself homeowners because the parts are readily available at
GGC has substantial excess capacity–it could easily install 25,000 systems annually, as it
has all the necessary equipment and can easily hire and train installers. Accordingly, GGC
is considering expansion into the eastern suburbs, where the homeowners are less wealthy.
In past years, both GGC and BLG have installed several hundred systems in the eastern
suburbs but generally their sales efforts are met with the response that the systems are too
expensive. GGC has hired you to recommend a pricing strategy for both the western and
eastern suburb markets for this coming season. You have estimated two distinct demand
functions, as follows:
Qw =2100 – 6.25Pgw + 3Pbw + 2100Ag - 1500Ab + 0.2Yw
for the western market and
Qe = 36620 - 25Pge + 7Pbe + 1180Ag - 950Ab + 0.085Ye
for the eastern market, where Q refers to the number of units sold; P refers to price level; A
refers to advertising budgets of the firms (in millions); Y refers to average disposable
income levels of the potential customers; the subscripts w and e refer to the western and
eastern markets, respectively; and the subscripts g and b refer to GGC and BLG,
respectively. GGC expects to spend $1.5 million (use Ag = 1.5) on advertising this coming
year and expects BLG to spend $1.2 million (use Ab = 1.2) on advertising. The average
household disposable income is $60,000 in the western suburbs and $30,000 in the eastern
suburbs. GGC does not expect BLG to change its price from last year because it has
already distributed its glossy brochures (with the $2,100 price stated) in both suburbs, and
its TV commercial has already been produced. GGC’s cost structure has been estimated as
TVC = 750Q + 0.005Q2, where Q represents single lawn watering systems.
Show all of your calculations and processes. Describe your answer for each item below in
complete sentences, whenever it is necessary.
a. Derive the demand curves for GGC’s product in each market.
b. Derive GGC’s marginal revenue (MR) and marginal cost (MC) curves in each
market. Show graphically GGC’s demand, MR, and MC curves for each market.
c. Derive algebraically the quantities that should be produced and sold, and the prices
that should be charged, in each market.
d. Calculate the price elasticities of demand in each market and discuss these in
relation to the prices to be charged in each market.
e. Add a short note to GGC management outlining any reservations and qualifications
you may have concerning your price recommendations.
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